S4C has won a major prize at the prestigious Design Week Awards for an innovative on-screen campaign promoting its bilingual subtitling and video-on-demand services.

The animated promotion, which uses S4C’s new, brand identity beat off stiff competition to win the TV, Film and Video Graphics category.

The adjudicators at the awards, organised by Design Week magazine, praised the “high quality” of all the entrants but said that the S4C entry, which uses a pop-up book as a device to explain how to access services, “clearly stood out”.

The promotion, designed by former S4C Creative Director Dylan Griffith and Dan Witchell of Proud, was directed by Richard Acton and produced by Roger Whittlesea.

S4C spokesman Huw Rossiter, said: “S4C is an innovative multi-platform channel with a wide range of broadcasting and on-line services that makes it accessible to viewers across the UK.

“This eye-catching promotional campaign got the message across in a humourous and engaging way.”